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Unformatted text preview: Marketing plan from Marketing Venture Unltd: -Target Boston; the costliest dog food-First completely balanced frozen dog food available-Accomplish 3 things, using the high price to advantage: o Branding o Keep it at $1 per 15 ounce o Teach public to shop in the frozen section-approx 84% of total dog food sales: from supermarkets; high gross profit margin compared to 18 other supermarket departments-Industry size: $3.5 billion; 10 companies command 40% of it Problems:-Print ad: why so much small texts? Emphasize the product more, maybe with dogs, not solely the product; lacks a strong slogan-Better Homes and Gardens magazine for circulating ads??? Why? Industry-irrelevant-...
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This note was uploaded on 01/31/2011 for the course MGCR MGCR 331 taught by Professor Kerklan during the Fall '10 term at McGill.
- Fall '10